Responsible drinking


At Molson Coors putting the safety and enjoyment of our consumers first is how we create relationships that last a lifetime. Our 2025 goals will ensure that we continue to work collectively to sustain consumer confidence that beer has a proper place in society and fits within a well-balanced lifestyle. By 2025, we aim to implement impactful programs to prevent underage drinking and drunk driving in every market where we sell beer.

Getting Home Safely

We support a range of initiatives in many of our markets to enable our consumers to get home safely. Through our partnership with transit companies, 1-800-TAXICAB, Uber, and designated drivers, we are making sure that beer drinkers have a range of options to get home safely so that they never drive drunk.

Our unique partnership known as TaxiGuy has helped over 5 million Canadians get home safely, with 172,900 rides in 2016. 
Since 2008, our Bulgarian business unit Kamenitza AD has run the ‘Alcohol is a Bad Driver’ campaign. For 2016, the campaign used the cinema to unite and engage even more people in the campaign.
In Bosnia and Herzegovina, we reached over 500 participants in 2016 with our program “Happy New Year without Victims” to increase awareness and increase traffic safety over the holidays. In partnership with the local Ministry of Traffic and Republic Agency for Traffic Safety, we held a press conference to remind citizens about the harmful impacts of drunk driving. We also travelled throughout the country in an educational caravan, making stops in four cities to distribute flyers and engage pedestrians in a “drunk goggle” simulator experience to remind people how dangerous it is to drive under the influence of alcohol.

Promoting Responsible Drinking

We recognize that having effective quality partners is essential to successfully reducing the harmful use of alcohol. In the U.S., we partner with nationally recognized organizations such as the Responsible Retailing Forum in the U.S. and the Respect 21® program, recognized as representative organizations in fighting excessive alcohol use. We team up with retailers and distributors to prevent underage access everywhere, especially in college communities.
We also maintain valuable partnerships with the Techniques for Effective Alcohol Management (TEAM) Coalition and Training for Intervention Procedures (TIPS®), providing training for retailers as well as in stadium venues to promote responsible alcohol service and consumption that helps reduce drunk driving.

Decade of the “When I drink I don’t drive” campaign

Apatin Brewery, as a part of the Molson Coors Group, in partnership with the Traffic police directorate of the Ministry of Interior of the Republic of Serbia promotes the importance of responsible consumption and draws attention of the public to the risks of driving under influence of alcohol through a very well-established campaign “When I drink I don’t drive”. In 2017 the campaign marked its 10th year and on this occasion Apatin Brewery donated 10 new alcometers to the Traffic police directorate in order to assist in more efficient traffic control. So far, more than a hundred alcometers of the latest generation were donated. 

Over the last ten years the campaign visited a large number of cities all over Serbia, many festivals and a significant number of lectures were held, all with the goal of raising awareness of all traffic participants on the importance of responsible alcohol consumption. Through different activities the drivers, through personal example, using special glasses simulating driving under influence, could see how alcohol impacts judgement and their motor skills. The advice given, especially to the youth was – if you have been drinking, call a taxi, call a friend, wait for the bus or take a walk. This type of prevention saved many lives, and through cooperation with the police the campaign actively continues.
In 2017, in the NAVAK center, with the support of the municipality of Apatin and the city of Sombor, safe driving trainings were organized for one hundred high school graduates from Apatin and Sombor, within “Safe Driving School for Young Drivers”. The goal of this activity was to offer practical and theoretical training of the driving academy to as many high school students of age that already own driving licenses, to teach them to recognize and react to dangers during driving and acquire real driving experience. 

Better Together

Since 2012, we’ve been working closely with 13 other leading beer, wine and spirit companies and with governments around the world to deliver a reduction in harmful use of alcohol as signatories of the Global Commitments through the International Alliance for Responsible Drinking (IARD). By 2025, we will continue to partner with global alcohol producers to reduce harmful alcohol use by 10% and encourage consumers to have sociable and responsible drinking occasions.

Molson Coors Position – Alcohol and Health

For many adults in many cultures, enjoying a beer, spirits, or wine is an important part of their social lives. Many lifestyle choices carry potential risks and benefits. While some people choose not to drink, health authorities in many countries have developed national drinking guidelines to provide guidance on moderate consumption. We believe that for adults of legal drinking age, moderate alcohol consumption can be part of a well-balanced lifestyle.

Various health authorities and medical studies state that moderate consumption of alcohol may be associated with certain health benefits for some adults, including a protective effect against cardiovascular disease and diabetes. However, studies have also found that regular heavy drinking has been associated with a number of illnesses, including liver disease, high blood pressure, and an increased risk of certain types of cancer. Some studies have even reported an association between moderate alcohol consumption and an increased risk of breast cancer.

We do not recommend that anyone drink alcohol for its potential health benefits. For adults who do choose to drink, it is important to drink in moderation, avoid driving while intoxicated, and not drink during pregnancy. Those with specific questions about their own drinking are encouraged to consult their healthcare professionals. Together, they can determine what is best, based on individual risk factors, including family history, genetics, and lifestyle. For some people, the better choice may be to not drink at all.

We are committed to promoting the moderate consumption of our products and encouraging responsible choices about alcohol.